Armenia’s branding strategy and its national brand to be unveiled later this year

YEREVAN, August 13. /ARKA/. Armenia’s tree-year branding and development strategy and its national brand will be unveiled before the end of this year, Mekhak Apresyan, chief of the economy ministry’s division in charge of tourism, said Wednesday at a news conference.

He said Armenia used certain brands before that to present itself abroad, but a systematic approach and targeted strategy will improve results and intensify tourist flows into the country.

“Some peculiarities can be used as brand – Armenia as the first Christian country, the legend about Noah, Armenian national musical instruments, particularly duduk, cuisine and people,” Apresyan said.

On February 20, Armenia’s National Competitiveness Fund and American GK Brand company signed an agreement to create an Armenian national brand.

Besides, Arman Khachaturyan, the head of the fund, Armenian Economy Minister Vahram Avanesyan and Head of USAID Yerevan Office Karen Hilliard signed a memorandum to take necessary measures to create the brand.

The GK Brand’s team is made up of international specialists in developing branding strategies, instruments and technologies.

The company has partners in 25 countries, including the United States, Europe, China, India, Latin America countries, the Middle East and Australia.

Armenia’s economy ministry says a right national brand will intensify annual tourist inflow in the country by 10% in a few years.

According to the ministry’s reports, 495,967 tourists visited Armenia in the first half of this year – a 17.3% year-on-year growth, and 474,989 people traveled from Armenia abroad as tourists – a 14.8% year-on-year growth. --0----